Shake-up of hospitals will open door to McDonald’s sponsorship. 摇起来的医院将打开大门，麦当劳的赞助。

Firms such as McDonald’s and Virgin could be allowed to sponsor NHS hospital wards under radical plans announced by the Government to allow sponsorship of health services and create a new era of open competition between hospitals.企业如麦当劳和维珍可以允许以赞助国民保健医院病房激进下公布的计划，由政府，让赞助商的保健服务和创造一个新的时代，开放的医院之间的竞争。

Private companies will be allowed to create some “brand awareness” such as a logo on hospital property but they would not be allowed to gain a “commercial advantage”, meaning a firm such as Durex would not be allowed to sponsor a sexual health unit, but it could sponsor another type of clinic or a hospital department.私营公司将被允许开设一些"品牌意识" ，例如标志，对医院的财产，但他们将不会获准得到的"商业利益" ，也就是坚定如杜蕾斯将不会获准赞助性保健股，但这种情况可能赞助另一种类型的诊所或医院科室。

The plans announced by Ben Bradshaw, the Health minister, came as part of a drive to give NHS patients more choice over the private or NHS hospitals in which they are treated.该计划宣布，由本布拉德肖，卫生部长，前来参加为了推动国民保健服务，让患者有更多选择，比私营机构或国民保健医院，使他们的待遇。

Patients are to be allowed a choice of hospitals across England from 1 April, including private hospitals that are NHS approved.患者是被允许选择医院横跨英格兰，从4月1日起，包括私人医院，是国民保健批准。 At the moment, the choice is limited to local providers but the NHS will be able to “shop” for health care across the country.在目前的情况来说，选择是有限的本地供应商，但NHS的，将能够"店" ，为保健在全国推行。

NHS patients who opt for treatment in a private hospital will not have to pay for their care, provided it is covered by NHS contracts.国民保健服务的病人选择治疗，在一间私家医院，不须支付他们的照顾，只要它是由国民保健服务合同。

Hospitals are also to be allowed to promote their own services to compete with each other for “custom” within the NHS.医院也将被允许以推广自己的服务，互相竞争，为"度身定做" NHS的。 The code says there will be no official cap on how much they can spend on advertising their services to patients.代号表示，将不会有任何正式的上限数额多少，可用于广告服务，以病人。

“Providers will be expected to recognise the potential effect on the reputation of the NHS of disproportionate expenditure on promotional activity. "供应商将被要求确认潜在影响声誉NHS的过度开支，对促销活动的。

“The cost of TV or cinema promotion is very unlikely to be justifiable.” "成本的电视或电影宣传，是很难被合理的" 。

Hospitals could promote areas of good patient care, such as low rates of the potentially lethal hospital-acquired infection MRSA, but will not be able to indulge in discrediting their rival NHS hospitals.医院可以促进地区的好病人护理，如低税率，把潜在的致命性医院获得性感染的MRSA感染，但将无法沉迷于抹黑对手国民保健医院。

“Comparative claims are permitted in the interests of vigorous competition and public information. "比较索赔获准在利益的激烈竞争和公共信息。 They should neither mislead nor be likely to mislead,” says the code.他们既不应混淆视听，也有可能造成误导， "说，该守则。

Hospitals will also be able to send direct marketing to their patients and no marketing “should cause fear or distress without good reason”.医院还将能够发送直接在市场上销售他们的病人和无营销" ，应引起恐惧或困扰，没有很好的理由" 。 The code added: “Marketing communication addressed to, targeted at or featuring children should not exploit their credulity, loyalty, vulnerability or lack of experience.”守则补充说： "营销传播给对象或儿童不应利用自己的轻信，忠诚，脆弱或缺乏经验" 。

Hospitals will be able to use testimonials as long as people are not paid for them.医院将能够使用证明，只要人们没有工资给他们。 Mr Bradshaw said: “Choice is fundamental to the delivery of a personalised NHS. Bradshaw先生说： "选择是根本，以提供个性化国民保健服务。 People would like to have more control and be more involved in the decisions about their illness and treatment.人们希望能有更多的控制权，并更多地参与决定自己的病情和治疗。 More choice will also help drive up quality and standards across the NHS.”更多选择，也将有助于推动投资的质量和水平全国国民保健服务" 。

However, many Labour MPs are hostile to creating competition within the NHS and the unions representing health workers are campaigning against what they call the “privatisation” of NHS services.然而，许多工党议员敌视创造竞争NHS的和各工会代表卫生工作者是推动反对他们所谓的"私有化"的国民保健服务。

Colin Brown科林布朗

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